Yellow Tail Plan of Action Key Assumptions: Assume that the people you are writi


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Yellow Tail Plan of Action
Key Assumptions:
Assume that the people you are writing to knows the company well, and has read the case but may have not spent the time to analyze all the information that is in the case.
Sections of A Case Plan of Action (POA) (headings do help)
Introduction: A short (3-4 sentences maximum) statement of purpose for your report. Your goal is to get the reader to read the rest of your report, so make it compelling but not something that the reader might immediately disagree with. State the purpose of your report.
Situation Analysis: Key analytical or proof points that will lead the reader to agree with the recommendations you propose.
Recommendations: Your plan of action for resolving the case issue(s). Should be as specific as possible and include implementation details and dates. Be sure to include expected benefits of your actions (for example, expected revenues or profit) and possible risks.
Conclusion: A short (3-4 sentences) review of what you proposed and how your proposal will benefit the company. Also include a means to get in touch with you if there are any questions.
The resulting ascent & rapid success of Yellow Tail is remarkable especially considering that no major technical improvements were introduced to the wine industry during this time. The marketplace did not change in any drastic way, yet Yellow Tail was able to change the competitive landscape in less than a year. For the Yellowtail case, assume that you work for the executive team of Casella Wines and address the memo to the group. You will focus your Plan of Action on assessing threats to Yellowtail’s competitive advantage and how Yellowtail might modify its strategy going forward in order to continue to compete effectively. Some questions for consideration when formulating your recommendations:
How did Yellow Tail adopt the principles of Blue Ocean Strategy to enter the U.S. market?
Why was Yellow Tail so successful? Why did copycats struggle to recreate that success?
What prevented other wine industry participants from introducing a product similar to Yellow Tail earlier?
When examining the brand messaging, including examples of promotion (and advertisements), what did Yellow Tail do extremely well? Can you identify one or more flaws in their messaging long-term?
If in the shoes of Yellow Tail, what do you recommend or predict going forward to curb imitators or to stay ahead of the curve? Or thinking more broadly, where might Casella find its next “blue ocean” market opportunity? What might Yellow Tail do now to re-energize and continue growth?
While these are the key decisions and issues to be addressed, please keep in mind that I want a well-formulated Plan of Action as discussed above, not just a list of questions and answers.
Due Friday June 17th, 11:59pmEST (midnight), via Canvas dropbox
Upload your POA document here in the dropbox
Guidelines: 4-6 pages, 1.5 spaced (12 point font size Times New Roman), 1” margins; Follow Writing Guidelines and Case Study directions from syllabus. You may use References when needed to confirm or validate information making your recommendations stronger, however all of the facts you need are in the case. Do not use outside research to use as filler or ideas for your recommendations. The recommendations you make need to be your own ideas. You may include original graphs, charts, tables or visuals to help support your recommendations. While the prose portion of your Plan of Action has a page limit, there is no limit on the number of exhibits you can attach to the POA that show your analysis (key calculations, charts, tables, etc.).
Write your case heading in a memo format:
Date: A date that makes sense given the time frame of the case
To: Protagonist or main character(s)
From: Your name and title (pick one – assume you work for the protagonist)
Subject: The key topic you are addressing

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